Products Services And Brands

Front 1

Commodities

Back 1

Products that are not differentiated

Front 2

How services can be marketed

Back 2

Referrals
Word of mouth
Physical Cues
Routinize Services
particular client types or particular service engagements

Front 3

Harvesting

Back 3

Keeps a product around but reduces marketing costs

Front 4

Dimensions of Product Life Cycle

Back 4

Length
Shape of Curve

Front 5

Diffusion of Innovation

Back 5

A product diffuses or spreads through the population

Front 6

Market Modification Strategies

Back 6

Finding New Users
Increasing use
Creating New Use Situations

Front 7

Product Repositioning

Back 7

changing the place a product occupies in a consumers mind relative to competitive products

Front 8

Factors that trigger Repositioning

Back 8

Reacting to a Competitors Position
Reaching a new market
Catching a Rising Trend
Changing the Value offered

Front 9

Trading up

Back 9

Involves Adding value to the product through additional features or higher-quality materials

Front 10

Trading Down

Back 10

Involves reducing the number of features, quality, or price (exists in companies that are usually downsizing)

Front 11

Branding

Back 11

Organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish themselves from its competitors.

Front 12

Brand Equity

Back 12

Represented by the premium a consumer will pay for one brand over another where the functional benefits provided are identical

Front 13

Creating Brand Equity

Back 13

--Give brand an identity with brand importance
--brand's meaning with brand importance and brand imagery
--brand response with consumer judgments and consumer feelings
--most difficult- creating consumer and brand relationship

Front 14

Multiproduct Branding

Back 14

Manufacturers strategy that uses one name for all its products

Front 15

Multibranding

Back 15

branding strategy that gives each product a distinct name

Front 16

Private Branding

Back 16

When company manufacturers products but sells them under the brand name of a wholesaler or retailer

Front 17

Mixed Branding

Back 17

firm markets products under its own name and that of a reseller because the segment attracted to the reseller is different from its own market

Front 18

3 benefits to Packaging

Back 18

Communication Benefits
Functional Benefits
Perceptual Benefits

Front 19

Capacity Management

Back 19

Integrating the service component of the marketing mix with efforts to influence consumer demand

Front 20

Line extensions

Back 20

practice of using a current brand name to enter a new market segment in its products class

Front 21

Brand extension

Back 21

practice of using a current brand name to enter a completely different product class